Tofu Litter - Auckland Pet Expo
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Launching a new brand is always a mix of nerves, excitement, and the unknown. For us at Fukumaru, stepping into the world with our very first public appearance at the Auckland Pet Expo felt like the start of something bigger than we had ever imagined. We weren’t just showing up with a product—we were showing up with a story, a mission, and a belief that the cat community deserved something better.
What we discovered across two jam-packed days was more than just interest or sales. We discovered a community. We discovered people who shared our values and our love for animals. And above all, we discovered that Fukumaru was more than a brand—it was something people could rally around.
Friday: The Chaos Before the Calm
Like most great adventures, it started with a little chaos. Friday was our setup day, and “crazy” doesn’t even begin to describe it. We were running back and forth between the warehouse and the events centre, hauling gear, displays, and stock. It felt like a marathon before the race even began.
By the end of the day, we were sweaty, tired, and questioning whether we had bitten off more than we could chew. But then we stood back and looked at our stall—the Fukumaru logo, the neatly stacked bags of tofu cat litter, the demo station—and the excitement kicked in. This was real. We were about to meet our first community of supporters face-to-face.
Saturday and Sunday: Friends, Family, and the Fukumaru Spirit
We couldn’t have done it alone. Our friends gave up their weekends to stand beside us, work the stall, answer questions, and even run demos. That spirit of teamwork set the tone for the entire weekend.
The expo itself was electric. Everywhere we looked there were animals, products, and people—thousands of them. From kids tugging their parents toward the reptile corner to dog owners juggling leashes and free samples, it was a vibrant, chaotic celebration of pets and the people who love them.
And right there in the middle of it was us—brand new, eager, and ready to share our story.
Live Demonstrations: Seeing Is Believing
The highlight of the weekend was without a doubt our live demonstrations of Fukumaru’s tofu cat litter. We had a constant crowd gathering to watch, and the reactions said it all.
We showed how the litter is biodegradable in water, how it can be safely flushed, and how it maintains a fresh, clean smell. People were leaning in, asking questions, and—best of all—taking the plunge to try it themselves. The demonstration of odour control, cleanliness, and flushability wasn’t just convincing; it was fun.
You guys went absolutely crazy over it. We couldn’t believe the positive feedback—people telling us how relieved they were to finally find a cat litter that was both practical and environmentally friendly. For us, it was a validation of months of hard work and a clear sign that we were onto something important.
Overwhelming Feedback
What struck us most was how open people were with their thoughts. Cat owners shared their frustrations with current products, their hopes for something better, and their excitement about what Fukumaru could bring into their homes.
We heard stories about cats who refused to use certain litters, households tired of the mess and smell, and families desperate for an eco-friendly alternative that didn’t compromise on quality. Every story mattered. Every piece of feedback gave us confidence that Fukumaru wasn’t just another product on the shelf—it was a solution people were genuinely looking for.
The overwhelming support from the crowd, coupled with the encouraging words from industry professionals and fellow exhibitors, made the weekend unforgettable.
Two Big Days on Our Feet
Let’s be honest: expos are exhausting. Two long days, standing from morning to evening, smiling, talking, and demoing non-stop. By the end, our legs were aching, our voices hoarse, and our energy levels running on fumes.
But it was worth every second. The buzz around our stall never died down. People kept coming back, bringing friends over, and even asking for extra demonstrations so they could film and share with others. That sense of momentum carried us through the tiredness, and by the end of Sunday, we felt like we had been part of something truly special.
Sales and Success
Of course, an expo is also about business, and the results blew us away. We went in hoping to make a few first-time sales, but what we saw was real market validation. People weren’t just interested—they were committed.
We sold far more than we expected and even had to start taking notes for follow-up orders when stock began running low. More importantly, customers told us they couldn’t wait to see Fukumaru expand, to offer more products, and to keep innovating for the cat community.
For a newly launched brand, that kind of support is priceless.
Building the Fukumaru Community
The Auckland Pet Expo wasn’t just about sales. It was about connection. It was about looking someone in the eye, telling them our story, and hearing theirs in return. It was about sharing laughs, taking photos, and even letting kids play with the demo litter to see how it dissolved in water.
That sense of community is what we’ll carry forward. Fukumaru isn’t just a company; it’s a movement. It’s for cat lovers who care about quality, sustainability, and the well-being of their pets. It’s for people who want to make small, smart choices that have a big impact.
Looking Back, Looking Forward
When we packed up on Sunday night, tired but buzzing, we knew we had crossed a milestone. The expo gave us our first chance to introduce Fukumaru to the world, and the response confirmed everything we hoped for—and more.
To everyone who stopped by our stall, asked questions, gave feedback, or simply shared a smile: thank you. You are the reason Fukumaru exists, and you are the reason it will grow.
This is just the beginning. We’re already working on new ideas, refining our products, and preparing for what comes next. But no matter how big we get, we’ll never forget that our first true step forward happened right here, with you, at the Auckland Pet Expo.
See you next year Auckland!!
The weekend was more than just two days of demonstrations and sales. It was a reminder of why we started. It was proof that passion, teamwork, and a great product can cut through the noise. And it was the birth of the Fukumaru Community—a group of people who believe, like we do, that cats deserve the very best.
We can’t wait to see where this journey takes us. But one thing is certain: with this community behind us, the future of Fukumaru is looking brighter than ever.